Between the Lines: Tapping into WPP creativity

WPP has named Robyn Putter as its new creative head (page 3). Heralding from Ogilvy's South African division, he's far less well-known than his predecessor, the colourful Neil French. Nevertheless, his is an important role. WPP's core strength has never been its creative product, but rather efficiency in all it does.

None of its networks reached the top five in The Gunn Report 2005, with Young & Rubicam and Grey not even making the top ten. As Sir Martin Sorrell wages war to gain share in the Bric nations, Putter's battle will be in persuading networks to back creative brilliance.

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